The commercialization of society means advertising is popping up in places you’d least expect it — including web security.

NuCaptcha, aims to put captchas (which ask you to type in a word on the screen so you can prove you are human and are not a bot) to work by providing an enhanced security process that actually generates revenue for publishers instead of just taking up space and annoying visitors with indecipherable characters.

The company’s captcha solution, which embeds the mangled captcha text into a video advertisement that users must watch to complete the process, just launched a self-serving platform for brand managers and publishers.

A self-serve platform for publishers could do well for sites looking to increase revenue through multiple sources, especially with this combination of security and advertising that kills two birds with one stone.

And even if revenue isn’t an issue, NuCaptcha’s platform is more secure than traditional captcha and has a much higher rate of success, according to the company’s user testing.

“Traditional captcha frustrates users because they are hard to read, are prone to security breaches and deliver zero revenue to publishers – there is Lots of Pain and No Gain in the market,” the company said. “Our aim was straight-forward: provide a better user experience while providing enhanced security and generate revenue for publishers.”

The company said they plan to utilize the abundance of pre existing video ads that can easily be converted into new captcha ads through the ReCaptcha self-serve platform.

NuCaptcha’s basic level ad platform is free to publishers and offers up to 25,000 NuCatptchas per month. The company also offers two other levels of premium access to their platform with more advanced features.

Founded in 2008, Vancouver-based NuCaptcha has sales offices in New York and San Francisco. The company has under $5 million in angel investment and competition from Solve Media, ReCaptcha and AdsCaptcha.

Check out the NuCaptcha demo embedded to get a better idea of their platform.